Research On The Construction And Promotion Strategy Of The Evaluation System Of Attractiveness Of Red Tourism Destination

Red tourism, as a new form of thematic tourism, it has the gradual rise in recent years in our country. On the one hand, under the active participation of the tourists and national macroeconomic policies, red tourism set off a big wave in China, driven the development of red tourism destination in economic and social, and added a new impetus for red tourism destination of tourism development. On the other hand, as the tourism market competition intensified, red tourism’s attractive gradually decreasing, then identify the key factors which affecting red tourism’s attraction, tap its strategic elements, determine their need for improvement in terms of development provide strategic basis for the development of red, thus enhancing the attractiveness of red tourism, enhance the competitiveness of red tourism destination, promote the sustainable development of red tourism became an important topic of red tourism research. So this papers focus on the analysis and evaluating red tourism destination’s tourism attraction.On the base of the collection and read a lot of literature research and review red tourism’s attraction, attempting to build red tourism destination tourism attraction evaluation model. For this reason, on the basis of the relevant literature, drawing on other types of reference attractive tourist destination research, combined with red tourism destination own characteristics, the red tourist destination attractiveness factors initially grouped into four categories:red on tourism resources, tourism products, tourism environment, can enter, while the above-mentioned four factors subdivided into32types of specific targets. Choice Jinggangshan as empirical research objective, collect the tourists’ views on the red destination’s attraction importance of each factor and expressive, using SPSS19.0statistical tools to test this hypothesis.Do the factor analysis to these data, the red tourism resources, tourism facilities, tourism and awareness, red tourism projects, red tourism destination image perception, accessibility and the six major factor30sub-indicators, consisting of red tourist destination tourist attraction evaluation model. Do brief description to these six factors first, and then do importance-expressive (IPA) analysis, and the importance of influencing factors-the performance of the analysis, the impact of each factor in the location of IPA chart, find of those with high importance and low performance that also need to focus on areas for improvement.Based on the results of factor analysis and IPA analysis, give the advice from resource optimization, product innovation, improve service, enhancing the image of Jinggangshan to further enhance the attractiveness of the Jinggangshan and other red tourism destination.